LIULIU MO, as an emerging Chinese brand of women’s wear in China, has been adhering to the “restraint but ultimate” fashion attitude in the context of the great development of e-commerce economy in China. In the design of its all-new store image, PMT Partners tried to seek new fashion expressions different from the traditional commercial space by reflecting on the antonymy of human society behind the word “fashion”. “Industrial and natural, mechanical and handmade, private and exposed, pried into and covered up”, these are all seemingly contrasting but in fact closely linked words.

This design, in a 90 square meters space, abandoned the over-design in visual merchandising in the traditional commercial space of clothing business; instead, it integrated and connected front display, clothing display, fitting room, storage room, cashier and other functions by a clean and streamlined wall with restraint. Cold and concise metallic shelves and props, interwoven and engaged with each other, supported the clothing within reach and left dark red marks on the wall. The holes on the wall and the central perfectly met consumers’ psychological scale of unconscious snooping while picking clothing for themselves. All materials and details in the space were closely connected with each other in the seeming opposition; in the dialogue with different materials, customers may have new experiences and thoughts about fashion – the social code that they wearing on.